IDEAS home Printed from https://ideas.repec.org/p/dpr/wpaper/0922.html
   My bibliography  Save this paper

Is university sports an advertisement in the higher education market? An analysis of the Hakone long-distance relay road race in Japan

Author

Listed:
  • Eiji Yamamura

Abstract

A university long-distance relay road race, the Hakone Ekiden, is widely acknowledged as the most popular New Year's sporting event in Japan. The event is held immediately prior to the university application period in Japan. Using Japanese panel data for 2001-2014, this study examined how the Hakone Ekiden race influences the behavior of students preparing for university entrance examinations. The major finding is that the number of applicants for a university is 3% larger when the university participated in the race than when it did not. Further, universities finishing in the top three in the race saw a 4% increase in the number of applicants compared with other universities that participated in the race. A 1% increase in the television viewing rate for the race led to a 1% increase in the number of applicants for the universities participating in the race. It follows that advertising universities on television would be effective in the university market.

Suggested Citation

  • Eiji Yamamura, 2015. "Is university sports an advertisement in the higher education market? An analysis of the Hakone long-distance relay road race in Japan," ISER Discussion Paper 0922, Institute of Social and Economic Research, Osaka University.
    • Handle: RePEc:dpr:wpaper:0922
    as

    Download full text from publisher

    File URL: https://www.iser.osaka-u.ac.jp/library/dp/2015/DP0922.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John J. Siegfried, 2004. "Symposium on the Industrial Organization of Higher Education," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(4), pages 329-330, June.
    2. Eiji Yamamura, 2011. "Brand and Performance in a New Environment: Analysis of the Law School Market in Japan," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 39(2), pages 155-164, June.
    3. Randall Lewis & David Reiley, 2014. "Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 147-159, March.
    4. Michela Ponzo, 2011. "The effects of school competition on the achievement of Italian students," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 32(1), pages 53-61, January.
    5. Porter, Michael E, 1976. "Interbrand Choice, Media Mix and Market Performance," American Economic Review, American Economic Association, vol. 66(2), pages 398-406, May.
    6. Cind Du Bois & Ralf Caers & Marc Jegers & Rein De Cooman & Sara De Gieter & Roland Pepermans, 2009. "The link between board composition and board objectives: an empirical analysis on Flemish non-profit schools," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(3), pages 173-182.
    7. Bremmer, Dale S. & Kesselring, Randall G., 1993. "The advertising effect of university athletic success: A reappraisal of the evidence," The Quarterly Review of Economics and Finance, Elsevier, vol. 33(4), pages 409-421.
    8. Avi Goldfarb & Victor Tremblay, 2014. "Introduction: The Economics of Internet Advertising," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 113-114, March.
    9. Brown, Robert W, 1993. "An Estimate of the Rent Generated by a Premium College Football Player," Economic Inquiry, Western Economic Association International, vol. 31(4), pages 671-684, October.
    10. Ourania Notta & Kostas Oustapassidis, 2001. "Profitability and Media Advertising in Greek Food Manufacturing Industries," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 18(1), pages 115-126, February.
    11. Malcolm Getz & John J. Siegfried, 2004. "The Sensitivity of Capital Use to Price in Higher Education," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(4), pages 379-391, June.
    12. Tommaso Agasisti & Carsten Pohl, 2012. "Comparing German and Italian Public Universities: Convergence or Divergence in the Higher Education Landscape?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 33, pages 71-85, March.
    13. Getz, Malcolm & Siegfried, John J. & Zhang, Hao, 1991. "Estimating economies of scale in higher education," Economics Letters, Elsevier, vol. 37(2), pages 203-208, October.
    14. Tucker, Irvin III & Amato, Louis, 1993. "Does big-time success in football or basketball affect SAT scores?," Economics of Education Review, Elsevier, vol. 12(2), pages 177-181, June.
    15. Michael S. Willis & Richard T. Rogers, 1998. "Market Share Dispersion Among Leading Firms as a Determinant of Advertising Intensity," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 13(5), pages 495-508, October.
    16. Eiji Yamamura, 2017. "Identity, nostalgia and happiness among migrants: The case of the KÅ shien High School Baseball Tournament in Japan," Pacific Economic Review, Wiley Blackwell, vol. 22(5), pages 792-813, December.
    17. Mixon, Franklin Jr & Hsing, Yu, 1994. "The determinants of out-of-state enrollments in higher education: A tobit analysis," Economics of Education Review, Elsevier, vol. 13(4), pages 329-335.
    18. Susanne Warning, 2004. "Performance Differences in German Higher Education: Empirical Analysis of Strategic Groups," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(4), pages 393-408, June.
    19. McCormick, Robert E & Tensley, Maurice, 1987. "Athletics versus Academics? Evidence from SAT Scores," Journal of Political Economy, University of Chicago Press, vol. 95(5), pages 1103-1116, October.
    20. Gordon C. Winston, 2004. "Differentiation Among US Colleges and Universities," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(4), pages 331-354, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Candon Johnson & Bryan C. McCannon, 2022. "Athletics and Admissions: The Impact of the Penn State Football Scandal on Student Quality," Journal of Sports Economics, , vol. 23(2), pages 200-221, February.
    2. Devin G. Pope & Jaren C. Pope, 2009. "The Impact of College Sports Success on the Quantity and Quality of Student Applications," Southern Economic Journal, John Wiley & Sons, vol. 75(3), pages 750-780, January.
    3. Benjamin Baumer & Andrew Zimbalist, 2019. "The Impact of College Athletic Success on Donations and Applicant Quality," IJFS, MDPI, vol. 7(2), pages 1-23, April.
    4. Trevor Collier & Nancy Haskell & Kurt W. Rotthoff & Alaina Baker, 2020. "The “Cinderella Effect†: The Value of Unexpected March Madness Runs as Advertising for the Schools," Journal of Sports Economics, , vol. 21(8), pages 783-807, December.
    5. Mulholland, Sean E. & Tomic, Aleksandar (Sasha) & Sholander, Samuel N., 2014. "The faculty Flutie factor: Does football performance affect a university's US News and World Report peer assessment score?," Economics of Education Review, Elsevier, vol. 43(C), pages 79-90.
    6. D. Randall Smith, 2009. "College Football and Student Quality: An Advertising Effect or Culture and Tradition?," American Journal of Economics and Sociology, Wiley Blackwell, vol. 68(2), pages 553-579, April.
    7. Devin G. Pope & Jaren C. Pope, 2014. "Understanding College Application Decisions," Journal of Sports Economics, , vol. 15(2), pages 107-131, April.
    8. Irvin B. Tucker & L. Ted Amato, 2006. "A Reinvestigation of the Relationship Between Big-Time Basketball Success and Average SAT Scores," Journal of Sports Economics, , vol. 7(4), pages 428-440, November.
    9. Michael L. Anderson, 2017. "The Benefits of College Athletic Success: An Application of the Propensity Score Design," The Review of Economics and Statistics, MIT Press, vol. 99(1), pages 119-134, March.
    10. F. G. Mixon & L. J. TreviNO & T. C. Minto, 2004. "Touchdowns and test scores: exploring the relationship between athletics and academics," Applied Economics Letters, Taylor & Francis Journals, vol. 11(7), pages 421-424.
    11. D. Randall Smith, 2008. "Big-Time College Basketball and the Advertising Effect," Journal of Sports Economics, , vol. 9(4), pages 387-406, August.
    12. Baumann Robert & Matheson Victor A. & Howe Cara A., 2010. "Anomalies in Tournament Design: The Madness of March Madness," Journal of Quantitative Analysis in Sports, De Gruyter, vol. 6(2), pages 1-11, April.
    13. Mehdi Rhaiem & Nabil Amara, 2020. "Determinants of research efficiency in Canadian business schools: evidence from scholar-level data," Scientometrics, Springer;Akadémiai Kiadó, vol. 125(1), pages 53-99, October.
    14. Jerome Segura & Jonathan Willner, 2018. "The Game Is Good at the Top," Journal of Sports Economics, , vol. 19(5), pages 645-676, June.
    15. Robert A. Baade & Robert W. Baumann & Victor A. Matheson, 2008. "Assessing the Economic Impact of College Football Games on Local Economies," Journal of Sports Economics, , vol. 9(6), pages 628-643, December.
    16. Behera, Sarthak & Sadana, Divya, 2022. "The Impact of Visibility on School Athletic Finances: An Empirical Analysis using Google Trends," MPRA Paper 114818, University Library of Munich, Germany.
    17. Gawellek, Bastian & Sunder, Marco, 2016. "The German excellence initiative and efficiency change among universities, 2001-2011," Working Papers 142, University of Leipzig, Faculty of Economics and Management Science.
    18. Matheson, Victor A., 2007. "Research note: Athletic graduation rates and Simpson's Paradox," Economics of Education Review, Elsevier, vol. 26(4), pages 516-520, August.
    19. Jerome Segura III & Jonathan Willner, 2019. "Athleticism in NCAA D-III: It Ain’t Only Football That Matters," Journal of Sports Economics, , vol. 20(7), pages 929-958, October.
    20. Roberto Gásquez & Vicente Royuela, 2014. "Is Football an Indicator of Development at the International Level?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(3), pages 827-848, July.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dpr:wpaper:0922. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Librarian (email available below). General contact details of provider: https://edirc.repec.org/data/isosujp.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.